StatSocial Digital Tribes  — I Improve, Therefore I Am

Jun 24, 2020 | Audience Intelligence

StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist.

Digital Tribes are powered by StatSocial’s Silhouette, the industry’s most advanced Audience Intelligence Platform. Our unique technology enables us to make sense of the billions of unstructured earned and social web interactions that go on each day — allowing you to dive deep into nearly any audience you can imagine.

Using billions of inputs for over 120 million U.S. consumers, we have segmented naturally occurring populations into 100 distinct Digital Tribes.

This entry is a deeper dive into the tribe we call “I Improve, Therefore I Am.”

Digital Tribe Summary: I Improve, Therefore I Am

Helping you to help yourself. L-R: Marianne Williamson, Andrew Weil, Tim Ferriss, Deepak Chopra, Eckhart Tolle, Lori Deschene, Brené Brown, Tony Robbins

Living in cities and suburbs, over half of this nearly ⅔ female tribe is over 45-years of age. 

Their shared interests revolve around self-improvement and mindfulness, as well as greater spiritual, physical, and financial health.

Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.

DEMOGRAPHICS — I Improve, Therefore I Am

EXPLANATION: The index score reports the degree to which the corresponding percentage falls short of or exceeds the baseline. These affinity insights have been calculated using the average American online audience as our index (with a base 100 baseline). The female portion of this tribe exceeds what would be found within the average U.S. online audience by 1.28 times.

The segment of this tribe that is over 54-years old exceeds the U.S. online audience average by 3.00 times. The segment earning at least six-figures a year exceeds the average by 1.45 times.

Business man and financial educator, Robert Kiyosaki

INTERESTS — I Improve, Therefore I Am

Matters of physical health, nutrition, and spiritual wellness, make up most of this list. Air travel, however, appeals to over 23% of those here, with that segment-size surpassing the baseline by 4.82 times.

Delicious vegan meal. 

INFLUENCERS — I Improve, Therefore I Am

Author, spiritual leader, philanthropist, and former 2020 presidential candidate, Marianne Williamson, finds favor with over 14% of this tribe. That percentage exceeds the baseline by 48.42 times.

Leadership expert, business coach, and podcaster, Michael Hyatt. The segment of this tribe that admires him exceeds the average by 22.79 times. 

BRANDS—I Improve, Therefore I Am

Non-profits, seminars, exercise gear, healthy food, prestigious universities, sales tools, and airlines. It all adds up, given this tribe’s interests and clear proclivities, but it does reveal the depth of this tribe’s pursuits and priorities.

Rugby team, Toronto Arrows, outfitted in their official travel gear, provided via their partnership with the team’s official lifestyle brand, Lululemon.

TV SHOWS — I Improve, Therefore I Am

Oprah’s highly influential, and now completed, daytime show remains a favorite of what’s approaching 47% of this tribe’s members. That percentage surpasses the index by 6.61 times.

Dr. Oz and Oprah

WEBSITES — I Improve, Therefore I Am

Pinterest finds love from a segment of this tribe’s members 3.63 times larger than what you’d find within the average U.S. audience.

PERSONALITY TRAITS —I Improve, Therefore I Am

In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, over-arching categories.

IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.

Sympathy, in this context, describes those driven to see from where people with differing life-experiences, and of other world views, are coming. Those exhibiting this trait are compassionate, great listeners, and always seeking to learn and understand. 

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